A: While traditional marketing can be expensive, there are forms of inexpensive advertising, like fliers placed on windshields of cars and e-mail spam, that can hurt your business more than help it. However, every business does need to promote itself so that it can win customers in the best possible way.

Every business owner needs to set aside a small, annual amount for their advertising budget using traditional advertising means. You, as a business owner, will need to decide which area of traditional marketing that you want to use for your business. You will want to define your peak times for traditional advertising when choosing to advertise through radio ads, TV ads, direct mailings, and any other traditional advertising venues for the year.

You can also create an advertising co-op for your business with other local businesses that may match or suit your products or services. Any of the businesses you choose to team up with can be a supplier or other well-known local business that has a synergy with your business.

Take your business to the Web. Using a Website as one of your promotional tools is a relatively low-cost opportunity to teach customers about what you are selling. Consider online tools that can help you reach your target customers, such as an opt-in e-mail promotional program to keep your customers up-to-date with your business.

Tips to Promote Your Business on a Budget

Building awareness about your business takes time, so relax and be patient.

Sponsor a local event to promote your business and make your community aware that you are in business.

Ask your customers to provide testimonials for your products or services whether they have a good or bad experience with your business. If you have resolved a customer’s problem, they may give just as powerful a testimonial as someone who never had a problem.

Send thank-you notes to your suppliers, customers, and prospects for visiting your business and considering (or purchasing) your products or services or for helping you be a better business.

When a customer refers a new customer, give your current customer a discount (or some other reward) for the referral to your business.

Be able to describe what your business does or sells in 10 seconds or less.

You can generate press coverage by pitching yourself to journalists as an expert in your field and be available for comment.

Create a network of referrals through other businesses by joining the local chamber of commerce.

Purchase business cards and leave them with people you have met while traveling.

Attend local conventions so you can network with others who may help you with referrals (and try to send THEM referrals so they’ll remember you in the future.)